Sprint CEO stars in spot for new flat-rate plan

Sprint CEO Dan Hesse goes on the television stump with a new commercial that launched yesterday only two weeks after the wireless carrier introduced its $99.99 flat-rate voice and data plan.

The 30-second spot, from San Francisco-based advertising agency Goodby, Silverstein & Partners, is the first in many ads airing primetime nationwide across networks. Targeting current customers and prospects, it emphasizes Sprint's approach to customer service and how it starts right from the top.

"We want to ensure that our current customers are incredibly important to us and we want to alert potential customers to the advantages of being with Sprint," said Aaron Radelet, spokesman for Sprint, Overland Park, KS.

"So, essentially, we want to tell our current and potential customers that we're focused on delivering the product and customer care with the immediacy they need," he said.

The commercial for the Simply Everything plan shows Mr. Hesse saying, "Here's our idea: You get to use your phone for all the great things it can do without worrying about the meter running. How's that for a revolution in wireless?"

Sprint CEO Dan Hesse on the spot

"It ties in very well with our Sprint Speed campaign," Mr. Radelet said, "because while this ad has a little more emphasis on serving our customers, it's still about speed and making sure it's about our customers."

Sprint's Simply Everything Plan is the only plan from a major U.S. carrier to currently offer unlimited use of voice, messaging and data services for a flat rate.